New high-tech, innovative Disney Stores and renovations announced

[Patricia]

January 13, 2011|By Steven Ford, Orlando Sentinel

You might see a few new things the next time you visit your favorite Disney Store, and it won’t necessarily be the merchandise on the shelves.
Disney is moving ahead with plans to add more than 25 new and remodeled stores this year. But don’t expect to see just more reincarnations of existing stores. *Rather these new and revamped sites will be variations of the high-tech, interactive concept stores that were built at several locations in 2010, including the new Times Square flagship location in New York City.
These so-called “immersive” stores are designed with entertaining and time-saving innovations, such as interactive displays to entice and entertain kids, and store clerks armed with mobile electronic devices that alleviate the need for customers to stand at line at cash registers. Disney, which made the announcement at this week’s giant National Retail Federation conference in New York, said it plans to eventually change all of its 350-plus stores to the new high-tech concept.

The newly designed stores will open in cities including Atlanta, Seattle and San Antonio, Texas. Also, the Mall of America in Minnesota will get its first Disney Store, as will Puerto Rico, and Dublin, Ireland, and Copenhagen, Denmark. New stores were planned for Canada, as well.

The high-tech innovations being used in the new concept stores are another way for Disney to attract customers to its stores as much for the experience as for making purchases. *Some of the new technology includes digital marketing signs that feature specific content for the individual stores. A “magical mirror” will allow children to see Disney characters. And kids will be able to design and play with their own cars inspired by the Pixar “Cars” franchise.
And, using Oracle’s retail-sales technology, the new Disney Stores will feature clerks equipped with specially designed Apple iPod touches. Much as customers to any Apple Store today can purchase merchandise from anywhere on the sales floor, the Disney Store clerks also will be able to take customers’ credit card information with their iPods and complete the sale anywhere in the store, eliminating the need for customers to stand in line at a central register.
Another benefit of this point-of-sale transaction is that Disney Store employees will be able to, in real time and standing beside the customer, access not just their store’s in-house merchandise but also will be able to help customers tap into the inventory of DisneyStore.com. Go to a Disney Store to purchase a Minnie Mouse beach towel, only to find out the store is sold out? No problem, because the Disney Store worker will be able to track it down online.
And the Oracle software also offers other benefits for the company, as well. For example, the electronic data can identify customers based on previous sales habits and other profile information. It can track sales to help more easily facilitate merchandise returns, and it can identify discounts and promotions more readily.
There are more than 200 Disney Store locations in North America, and scores more worldwide.

[roses]

I went to NYC back in November - spent alot of my time in the Times Square Disney Store It was AMAZING. My DD loved the "playroom" where they could color and watch clips from movies - that they got to choose! Too cute! The cast members were just amazing - just like Disney! I was on Yet another GREAT Disney experience!!!

[BellesRose]

They "re-imagined" my store last year. I've been to the mall at least 3 times and just pass on by. It looks no different, really. Actually, it looks more aimed at children, so that doesn't entice me to come in. And hand over my credit card from "anywhere in the store?" Yeah, not gonna happen.

I was surprised to learn that the Mall of America didn't have a Disney Store!

[MarkC]

One odd note-- the article mentions that the Mall of America will get its first Disney store. I'm sure that's news to the employees at the store that already work there. I've been there several times myself so I know its there. Not sure who dropped the ball on this research so it makes you wonder what other errors are in here.

[dpamac]

I'd just settle for some really good merchandise like in the old days...

[BellesRose]

One odd note-- the article mentions that the Mall of America will get its first Disney store. I'm sure that's news to the employees at the store that already work there. I've been there several times myself so I know its there. Not sure who dropped the ball on this research so it makes you wonder what other errors are in here.

Thought that sounded pretty strange lol

[sportsguy2315]

I was surprised to learn that the Mall of America didn't have a Disney Store!

They do, at least when I was there last month. Maybe they meant the first one with the new design?

[Melanie]

They "re-imagined" my store last year. I've been to the mall at least 3 times and just pass on by. It looks no different, really. Actually, it looks more aimed at children, so that doesn't entice me to come in.

I totally agree! We have one of the 'new' stores here in Tampa, and I was really disappointed.

[WDWCrazyKaren]

The Mall of America has had a Disney store since they opened in 1991. It has been "rehabbed" once already (and it's not great now-used to be so much nicer), so I for one am looking forward to a new look to it!

[RBrooksC]

I went to NYC back in November - spent alot of my time in the Times Square Disney Store It was AMAZING. My DD loved the "playroom" where they could color and watch clips from movies - that they got to choose! Too cute! The cast members were just amazing - just like Disney! I was on Yet another GREAT Disney experience!!!

I am sorry, I cannot disagree more. While I will say the Times Square is a great store. The old World of Disney store was much better. This new store is a larger, glorified mall store. While, when I am in NYC, I will go in there, I would rather go into the Toys R Us store there than The Disney Store. I think Toys R Us has done a much better job.

[waymickey]

The new stores are very cool however if you are over the age of 8 it wears off quickly and you will probably leave empty handed as most of the merchandise is for the 10 and under crowd.

[roses]

I am sorry, I cannot disagree more. While I will say the Times Square is a great store. The old World of Disney store was much better. This new store is a larger, glorified mall store. While, when I am in NYC, I will go in there, I would rather go into the Toys R Us store there than The Disney Store. I think Toys R Us has done a much better job.

While you are intitled to your own opinion, I have a Toys R Us In my town. The closest Disney Store is NYC, which is 3 1/2 hours away. So, I appreciate ANY Disney there is that I can visit. I also appreciate them revamping and giving the technological era a try. Kudos to Disney for trying something different and daring to make a change.

[Melanie]

While you are intitled to your own opinion, I have a Toys R Us In my town. The closest Disney Store is NYC, which is 3 1/2 hours away. So, I appreciate ANY Disney there is that I can visit. I also appreciate them revamping and giving the technological era a try. Kudos to Disney for trying something different and daring to make a change.

If I had kiddos under 10 anymore, I'm sure I'd love the new design. The Cars build area is very cool, and the Castle/magic mirror a nice touch (although very small). But for those of us hoping for more adult merchandise, it's a big letdown. AND I see the point of those in NYC (locals and tourists alike) who used to have the unique option of the World of Disney store, and that little slice of Disney away from the parks. Now the Times Square location is just like the one found here in Tampa, for example. Kinda lame.

Oh, and the Toys 'R Us in Times Square is totally cool, and definitely a unique location from their stores nationwide.

[Hammer]

I totally agree! We have one of the 'new' stores here in Tampa, and I was really disappointed.

Mel, where is the "new" store in Tampa? Is it the one at International Plaza? If so, I see what you mean. I was just there when visiting my Mom at Christmas and was not impressed. One table of adult tees and a rack of adult outerwear. That's it?!

[Melanie]

Mel, where is the "new" store in Tampa? Is it the one at International Plaza? If so, I see what you mean. I was just there when visiting my Mom at Christmas and was not impressed. One table of adult tees and a rack of adult outerwear. That's it?!

Yep, that's it Christine. And look, you were there and didn't even know it was a 'new' concept. That should tell you something right there!

[BellesRose]

I totally agree! We have one of the 'new' stores here in Tampa, and I was really disappointed.

Yup, that's the mall I was talking about. Every time I go to International, I skip it. I spend my time and money in the Godiva store!

[RBrooksC]

The Times Square Store is just a larger, glorified Disney Store. The old store felt like you were in Downtown Disney at their World of Disney store.

I don't feel the Times Square store is a destination store anymore.

[Ian]

Mel, where is the "new" store in Tampa? Is it the one at International Plaza? If so, I see what you mean. I was just there when visiting my Mom at Christmas and was not impressed. One table of adult tees and a rack of adult outerwear. That's it?!

Well you beat my local DS by one rack of adult outwear.

All we have is the table of adult tees.

This is another in a long line of baffling decisions Disney has made. They had a chain of Disney Stores that carried truly unique merchandise that appealed to a wide variety of customers and that printed money.

They made some very poor (in my opinion) management decisions and overbuilt the chain instead of keeping them a more specialty store/destination endeavor.

So in the end they did what they've done everywhere ... swap out the unique, quality merchandise for a slew of made-in-China garbage that you could pick up just as easily (and more cheaply) at the local Target.

[DizneyRox]

They made some very poor (in my opinion) management decisions and overbuilt the chain instead of keeping them a more specialty store/destination endeavor.

So in the end they did what they've done everywhere ... swap out the unique, quality merchandise for a slew of made-in-China garbage that you could pick up just as easily (and more cheaply) at the local Target.

It's the Disney way... They are masters at making money...

Really, I can't help but think the TDS swap with Children's Place was planned way back. I'm sure they sold the stores at a "loss" on the books and then bought them back for a song after Hoop Retail took a bath on them. Disney maintained almost complete control over the stores except for the admin costs. That they never gave up control over disneystore.com is what solidifies it in my mind.

I'm thinking to think of the last time I went into our local store. It was before Christmas for sure, maybe it was before our July trip.

We were just in the mall the other day and my wife asked about stopping in to see what they had. I thought to myself, "Ehhh... You know there's nothing there and you will have to truck up a flight of stairs, only to come back down to get out of the mall." We passed, saved myself about 10 minutes of disappointment...

[Ian]

It's funny ... DW and I used to be the driving force in our family for visits to the Disney Store. It almost gave you that little dose of "Disney" when you weren't in the parks and there was always something fun and cool to see.

Not to mention that the Cast in my store was there for over a decade and we knew them all by name, knew their families, they knew us, etc.

Now the kids beg us to go and half the time we're like, "No, we were just there a few weeks ago. There's nothing new from last time."

And it's not inconvenience either. Most times we walk right by it and keep on going. Nothing to see here ...